Insurance awareness campaigns have long leaned heavily on fear and pragmatism—from LIC’s iconic ‘Zindagi Ke Saath Bhi, Zindagi Ke Baad Bhi’ to Tata AIA Life Insurance’s ‘RakshakaranHero’ and the ManipalCigna – ‘Mere Choice Ka Health Insurance.’ PolicyBazar.com even tried some humour in their Akshay Kumar and Kapil Sharma ads.
And, just when it seemed like these campaigns were running out of fresh ideas, the General Insurance Council (GIC)—a statutory body responsible for pushing insurance industry growth in India—shook things up with an unexpected twist.
Directed by Shirish Daiya and produced by Mekala Krishnaswamy and Akshay Uchil of Jamic Films, the GIC brand film still taps into emotion—but this time, it’s told from the perspective of a talking dog named Barfi.
In the opening moments, Barfi introduces us to Mary Aunty, an elderly woman who treats him like family. From feeding him with her own hands to pampering him more than her sweetheart Daniel, their bond is instantly touching.
But the story takes a turn when Mary suffers a fall and ends up in the hospital. In a voiceover by actor Brijendra Kala, Barfi shares his worry and pain during her absence—bringing a pet’s perspective to human vulnerability.
The moment of insight lands when Mary returns and gently scolds the doubters of insurance: “Barfi, sab kehte the health insurance pe paisa kyun udaati hai… ab dekh, Rs 2.5 lakh ka claim pass hua. Achhe logon ke saath achha hona hi mangta hai. Aunty ne achha kiya, health insurance liya (Everyone asks why I spend money on health insurance…now see, my claim of Rs 2.5 lakh has been passed. Aunty did a good thing by getting it).”
Created by Mumbai’s MullenLowe Lintas Group, the campaign is emotionally resonant without being overly familiar. Unsurprisingly, it’s struck a chord on social media, standing out in a space where insurance ads rarely surprise.
“Best ad every…Too cute,” a user commented on Instagram. Another user said, “What a lovely way to include our indies.”
“Why am I crying, its just an ad,” read another comment.
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Emotional elements
Viewers are instantly drawn in by the bond between Barfi and Mary. The storytelling cleverly mixes humour, affection, and vulnerability. The turning point—Mary’s hospitalisation—adds emotional weight, while Barfi’s innocent commentary amplifies the impact without being preachy.
The General Insurance Council’s campaign stands out with its rich storytelling and genuine emotional appeal. It transcends the typical advertisement format, making viewers relate to the narrative on a personal level.
This emotional resonance gives the campaign a powerful repeat value, ensuring it stays with the audience long after the first viewing.
As a body responsible for facilitating growth for the insurance industry, the GIC ad’s target isn’t to make viewers remember GIC itself. And in a way, that is acceptable because it’s a facilitator for the sector. It doesn’t directly sell products. But it is a cue for other players advertising insurance.
Brand: General Insurance Council
Creative Agency: MullenLowe Lintas Group
Director: Shirish Daiya
Production House: Jamic Films
Producers: Mekala Krishnaswamy and Akshay Uchil
Views are personal.
(Edited by Theres Sudeep)